a perspective on online advertising and media...
TRANSCRIPT
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1
A PERSPECTIVE ON ONLINE ADVERTISING AND MEDIA PLANNING
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Heuristic
Is any approach to problem solving, learning, or discovery that employs a practical method not guaranteed to be optimal or perfect, but sufficient for the immediate goals.
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1. Cognitive Dissonance
2. Confirmation bias
3. Availability bias
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7
THE STATE OF DIGITAL…
…and its continued rise
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$659 billion $433 billion
$74 billion $18 billion
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What would happen if digital wasn’t as powerful as the investment growth
indicates ? There is a lot at stake
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• 20 years experience: 120+ clients, 500+ projects
• Client base at c.£58billion revenue
Insurance
Energy Grocery Retail
DIY Retail Pharmaceutical
Automotive
Hygiene/Toiletries
Money Transfer
Charities Travel & Tourism
FMCG Entertainment
A sample of sectors with recent projects…
So we decided to look into it………
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14
1,00
0,38 0,32 0,29 0,24
TV RADIO PRESS OOH DIGITAL
Ebiquity Benchmarks: Average ROI Index
3x
Source: Ebiquity database 2008-2016
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Cognitive Dissonance Our beliefs might be wrong and these are hard to change.
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How many of you here today feel your business would support the case to REDUCE marketing investment in digital advertising?
Hypothetical question:
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0 5
15
10
25
5
40
Client AOR ATD DSP Tech/Data fees Exchange Publisher95% 80% 70% 55% 60%
VALUE REDUCTION
*WFA member survey: Oct 2014
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40
20
20
Publisher Non-human traffic View ability*
c.65% c.75% Advertiser value loss
NB excludes ad blockers, out-of-target etc
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But how is so much money being spent on something that isn’t working well for many
advertisers?
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Confirmation Bias We look for evidence that supports
our existing view of the world
Media usage is not the same media effectiveness
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Availability Bias We’re measuring the wrong things!
And it takes more effort to measure the right things
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Typical Model ‘Dynamic’ Model Helps you understand the Long-Term
Base Base
Short Term Media
Price
Promotions
Base
Long Term Media The Brand Metrics which
really matter
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Macro Micro Nano
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Integrated modelling system
Econometric modelling
Modelled digital
attribution
Base
Broadcast media
Digital media
TV
Social
Search
Display
Macro Micro Nano
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“Measurement is fabulous. Unless you’re busy measuring what’s easy to measure as opposed to what’s important”
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Brand versus short-term
Business targets
Long / short-term goals
Right metrics, avoid easy measurement
Consistent framework but customised tactics (macro, micro, nano)
How to plan for media effectiveness
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But whilst companies expect to invest more typically diverting spend from broadcast media,
where is the evidence that this is the right path?
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0
25
50
75
100
TV Print VOD OOH DigitalDisplay
0
25
50
75
100
Radio Press TV Digital Display PPC
0
25
50
75
100
TV Press Dig Video Braodcast VOD0
25
50
75
100
TV Radio Press OOHDigital DisplayPaid Search VOD
AUTO RETAIL
TRAVEL FMCG
Source: Ebiquity Marketing Effectiveness project 2015-2017
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Share of profit
62.5% Share of spend
53.6%
Outdoor Press Radio TV Display VOD TV Spons
Source: Ebiquity Marketing Effectiveness
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Relative Price New
launches
Capacity
Service
Competitors
Economy
-ve/+ve PR
Weather Seasonality
Consumer trends
Sponsorship
Online
Outdoor
Press
Radio
TV
Promotion
Attribution quantifies the impact of
all the factors (not just media) to the business
outcome
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Econometric modelling
‘Digital Attribution’
Macro Micro
Base
Broadcast media
Digital media
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Device
Placement
Strategy
Site
Creative
Digital media
Base
Broadcast media
Digital media
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Impact from TV Impact from other offline media Impact from online media Base
Digitally modelled in detail
TV
Online Media
Base
Paid Search
Direct to Site
Final Business Metric
Sales/Order Offline Media
Media channel
Media impact both direct to site and on search
Media impact both modelled on offline and online channels
Full media impact across the customer journey
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Brand Advertisin
g
Brand Advertisin
g
Direct Comms
Brand Advertisin
g
Consideration
Brand Image
Brand Personalit
y
Word of Mouth
Advocacy NPS
Quality
Typical econometrics measurement Typical brand tracking measurement
Short Term Sales or Loyalty
Brand Advertisin
g
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Changes in Consumer Perceptions
Short Term Sales
Long Term Consideration and Sales
Advertising
Investment
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Thank you